The New Strategic Brand Management
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The New Strategic Brand Management: Advanced Insights and Strategic Thinking
By Jean-Noël KapfererThe book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
By Jean-Noël KapfererThe new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking.
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The New Strategic Brand Management: Advanced Insights and Strategic Thinking
By Jean-Noël KapfererAdopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and ...
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
By Jean-Nol︠ KapfererThe logic of co - branding With increasing frequency , companies today are undertaking joint marketing projects . That is , two different companies pair their respective brands in a collaborative marketing effort ( see Table 4.1 ) : New ...
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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
By Jean-Noël KapfererBooks such as Rebuilding Brand America (Martin, 2007) or The Marketing of Nations (Kotler, 1997) mark how countries have become symbols, words charged with emotion, and sources of influence over the actions of people who, ...